02 9998 5333

CASE STUDY
GREAT BARRIER REEF FOUNDATION

60+ Reef-Saving Projects

The Brief

Development and execution of a campaign to shift audience views from a place of low awareness and low perceived impact, to high awareness and high perceived impact. In addition, creation of a framework within which all of the Foundation’s communications sit to improve long term brand equity.

The Strategy

Leveraging comprehensive brand and audience insights, TD developed a cost-effective campaign and creative strategy that focused on delivering the right information, at the right time and in the right place.

A balance of emotive and informative storytelling and visuals were used to communicate a complex, detailed story in a way that was meaningful and engaging. The Foundation’s key Reef-saving projects were at the forefront of the campaign, demonstrating progress and underpinning hope for the Reef’s future.

The Deliverables

Creative strategy

Communication framework

4 x 15” impact videos

5 x 30” impact videos

1 x 2-minute board campaign video

5 x Digital advertising display suites

Social media assets

Press advertisements

Editorials

Digital Native articles

Retail Digital Boards

Return on Investment

%

INCREASE IN REPUTATION

PR REACH

%

INCREASE IN FAVOURABILITY

%

MORE WEBSITE VISITORS

OVERALL CAMPAIGN REACH

%

INCREASE IN SOCIAL FOLLOWERS

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